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Focus on real-time analytics

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According to the Direct Marketing Association’s “Statistical Fact Book 2013,” a quarter of marketers have a hard time analyzing email metric data and then applying that information to future campaigns. Sifting through total opens, unique opens, click-through rates, click-to-open rates and email conversions can be quite overwhelming. Although analyzing analytics can be challenging, focusing in on real-time email analytics to evaluate current behavior and predict future behavior, can be very beneficial.

For example, if you are running a campaign, and notice in the real-time analytics that a recipient has opened your email multiple times, it might be a good idea to personally reach out to them. In addition, segmenting by geographic and demographic categories my not be enough. Try using Google Analytics to segment based on specific time periods. This will help you understand more about the behavior of your target audience and increase the effectiveness of your email campaigns.

Have you been bumped?

Recently Facebook announced a change to their algorithm EdgeRank. Now stories that are receiving more engagement (likes, shares, comments) are bumped up in rank in the news feed. In order to take advantage of the Story Bump, there are a few things you should keep in mind:

  • Be creative! Try offering promotions, contests or games; or try posting interesting images that users would like to share.

  • Encourage your fans to create interest lists that include your page. Like Twitter, users can create lists to keep track of  their interests.

  • Try advertising individual posts. Facebook offers affordable advertising options to help get your message in front of your target audience.

  • Check the stats! Take a minute to review which posts have been the most engaging and use that information as a tool for future posts.

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